Monday, March 14, 2022
Leading blended Scotch whiskey, Chivas, has announced LISA, one of the world’s most influential K-Pop musicians, as its new ambassador and the first female face of the brand in Asia. Chivas continues its commitment to inspiring the next generation of Scottish drinkers from around the globe through its new ‘I Rise, We Rise’ campaign, and Chivas has teamed up with the iconic and groundbreaking artist to celebrate and elevate the next generation of hustlers who forge their own paths to success.LISA’s success is undeniable; her performance and style have transcended music and cemented her as a leader in self-confidence, empowerment and breaking down boundaries in culture. Her own personal story – to move from Thailand to pursue her dreams, to be part of one of the world’s largest groups, to break international records in her solo career – shows how she has successfully elevated herself through hard work and determination. LISA continues to chart her own path, inspiring those around her along the way and acting as a role model to inspire many people across the globe. LISA’s story mixes success and bustle, fully embodying Chivas’ ethos while appealing to a new generation of Scottish drinkers in Asia.
LISA commented: “Having been on such a huge personal journey and busy through the last few years, I want to inspire people to lift themselves. It was easy to work with Chivas as their values are so closely aligned with my own, plus I have always been a whiskey fan!”
The collaboration is launched with a TV spot titled “Chivas Regal x LISA: In Rise, We Rise”. Recorded on location in Seoul, South Korea, the ad, as LISA itself has put it, explores her own personal journey on an unstoppable movement of infinite height and sets a modern, luxurious tone to the partnership. Directed by Liukh, the ad features striking images of LISA sipping a Chivas Highball and encouraging viewers to succeed on their own terms. This marks the start of a partnership between LISA and Chivas, with additional live events, activations and exclusive drops to take place later in the year.
In addition to a dynamic partnership with LISA, Chivas also presents a new, elevated and sustainable design of its iconic Chivas 12 expression – a bold and modern update to its bottle, label and package that uses less glass, plastic and recycles with less energy . The new design sees the icon reborn for a new generation of modern, sustainability and style-conscious Scottish whiskey drinkers. Collectors and fans can look forward to a series of creative projects and event launches celebrating the advent of the new Chivas 12 through 2022.
